Showing papers in "Marketing Theory in 2006"
TL;DR: In this paper, the authors invite and welcome both elaborative and non-explorative service-dominant (S-D) logic to be used in S-D logic.
Abstract: As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative an...
1,684 citations
TL;DR: Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion as mentioned in this paper, following the research tradition of th
Abstract: Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion In the present article, following the research tradition of th
847 citations
TL;DR: In this paper, the authors extend the Vargo and Lusch (2004a) service-dominant (S-D) logic thesis and discuss three linked exchange-enablers and their potential for improving value-in-use.
Abstract: This article elaborates and extends the Vargo and Lusch (2004a) service-dominant (S-D) logic thesis. Three linked exchange-enablers and their potential for improving value-in-use are discussed: fir...
787 citations
TL;DR: In this paper, a paradigmatic shift from marketing techniques and concepts to markets as a social construction is made, and the argument is composed of six facets: (1) revisioning the creation of value in...
Abstract: This work calls for a paradigmatic shift from marketing techniques and concepts to markets as a social construction. Our argument is composed of six facets: (1) revisioning the creation of value in...
322 citations
TL;DR: The conceptual structure of marketing that had crystallized during the 1960s and 1970s is being s...Buffeted by the twin forces of postmodern cultural shifts and momentous technological developments, the conceptual structure.
Abstract: Buffeted by the twin forces of postmodern cultural shifts and momentous technological developments, the conceptual structure of marketing that had crystallized during the 1960s and 1970s is being s...
306 citations
TL;DR: In this article, the American Marketing Association has updated its marketing definition and included value for customers and customer relationships in the new definition, and marketing is defined as one organizational function, and a set of propositions regarding the scope and content of a marketing definition are developed.
Abstract: The American Marketing Association has updated its marketing definition and included value for customers and customer relationships in the new definition. Moreover, marketing is defined as one organizational function. Taking mainly service and relationship marketing research as a starting point, this present article broadens the discussion to a generic marketing level, and analyses the underpinning logic of the updated definition. It concludes that the use of these elements of the definition is not well founded in current research. Also, it shows that marketing cannot be treated as one organizational function only. Drawing on the analysis of the updated definition, a set of propositions regarding the scope and content of a marketing definition are developed. Finally, based on the analysis and this set of propositions, an alternative marketing definition, based on the promise concept, and labelled a promises management definition, is suggested and its implications for marketing research and practice are di...
297 citations
TL;DR: In this article, the authors explore the case for integrating branding into the service-dominant logic (S-D logic) and propose a stronger underlying theory that integrates the concepts of brand equity, customer equity and network equity.
Abstract: It is increasingly being recognized that brands play a major role in contributing to the value of service businesses (e.g. Berry, 2000; de Chernatony, 2003). However, in their award-winning article about the emerging service-dominant logic, Vargo and Lusch (2004) pay little attention to branding. This article explores the case for integrating branding into the service-dominant logic (S-D logic). We review how diverse perspectives of brands relate to the S-D logic and then examine Rust, Zeithaml and Lemon's (2000) claim that brand equity is a component of the concept of customer equity. Next we review some recent research about brands in relationships and then examine whether there is a missing fundamental premise in the S-D logic about the service brand. Finally we consider the development of stronger underlying theory that integrates the concepts of brand equity, customer equity and network equity into the S-D logic.
234 citations
TL;DR: The authors explored the role that color can play in building brand meaning with two experiments and demonstrated how an appropriately chosen color for a brand name (logo) can bring inherent and immediate value to a brand.
Abstract: This article explores the role that color can play in building brand meaning with two experiments. Without prior conditioning, we demonstrate how an appropriately chosen color for a brand name (logo) can bring inherent and immediate value to a brand. Experiment 1 explores the notion of congruity, showing that it is more appropriate for functional products to be presented in functional colors, and sensorysocial products in sensory-social colors. Experiment 2 examines the effect of red and blue on brands of products that can be classified as both functional and sensory-social, and the ability of color to enhance a brand's desired image. When people know how brands are attempting to position themselves, people consider colors congruent with those positions to be more appropriate.
232 citations
TL;DR: In this article, the authors discuss the argument put forward by Vargo and Lusch (2004) that a new service dominant logic is emerging within marketing, and take on this new service logic means our understanding of...
Abstract: This article discusses the argument put forward by Vargo and Lusch (2004) that a new service dominant logic is emerging within marketing. Taking on this new service logic means our understanding of...
211 citations
TL;DR: In this article, the authors discuss cultural production as related to the marketing and consumption of aesthetics, and set forth marketing as the context and framework for the functioning of the cultural production system.
Abstract: Cultural production concerns the creation, diffusion, and consumption of cultural products. In this article, we discuss cultural production as related to the marketing and consumption of aesthetics. The article addresses the following topics: the nature of cultural production, including the roles that producers, cultural intermediaries and consumers play in the process; emerging perspectives and ideas on cultural production; aesthetics and art in cultural production; new epistemologies concerning postmodernism and posthumanism as related to cultural production; and the implications of the cultural production processes for the marketing aspects of cultural industries. This article sets forth marketing as the context and framework for the functioning of the cultural production system.
192 citations
TL;DR: The authors traces the emergence and subsequent decline of motivation research and argues that contrary to recent opinion that interpretive consumer research emerged in the mid-1980s, an embryonic consumer motivation research emerged only in the 1990s.
Abstract: This article traces the emergence and subsequent decline of motivation research. It argues that contrary to recent opinion that interpretive consumer research emerged in the mid-1980s, an embryonic...
TL;DR: In this paper, the authors discuss innovation, symbolic interactionism and customer value as they relate to each other and to marketing management and research under a service-dominant-logic.
Abstract: Innovation in its many forms, for example, product, process, and relationship, is critical to firm growth and profitability. The service-dominant logic with its emphasis on an emerging experiential focus for marketing brings to the forefront significant opportunities for researchers and managers who adopt a symbolic interactionist perspective of customer–marketer relationships, regardless of whether they are end-use consumer–retailer or business customer–supplier relationships. This article discusses innovation, symbolic interactionism and customer value as they relate to each other and to marketing management and research under a service-dominant-logic.
TL;DR: The authors argued that marketing discourse should be viewed as an ordering attempt, not as an order, and explored how marketing theory comes to be ordered in the way it presently is, and the manner in which certain ideas develop or face extinction, to better understand what can or cannot be said in marketing theory.
Abstract: Following Peter and Olson’s seminal contribution to the marketing of ideas literature, this article explores the marketing of theory. It is argued that marketing discourse should be viewed as an ordering attempt, not as an order. From this perspective it becomes important that we explore how marketing theory comes to be ordered in the way it presently is, and the manner in which certain ideas develop or face extinction, in order to better understand what can or cannot be said in marketing theory. In response, this article argues that a much needed turn in the paradigm debate should be toward the exploration of the institutionalization of marketing theory. It examines the social, economic and institutional logic underpinning theory production in marketing and demonstrates the influence of McCarthyism and the Cold War climate on marketing theory.
TL;DR: In this article, the authors considered marketing as a tool for performing the economy, a means by which a particular economic and political ideology has been reproduced and disseminated, and examined the source of this discontent from a psychoanalytical perspective.
Abstract: In this article, marketing is considered a tool for performing the economy, a means by which a particular economic and political ideology has been reproduced and disseminated. Despite the early success of this project in improving and progressing the quality of peoples' lives, it is doubtful that this progress can be sustained in the 21st century. Marketing and its technologies are fundamental to sustaining economic growth, yet the provision of more goods and services into the marketplace–the provision of more choice–appears not to deliver on its theoretical promise of making people happier with their lives. The source of this discontent is examined from a psychoanalytical perspective.
TL;DR: The service-dominant logic of marketing (S-D logic) as discussed by the authors was proposed by Vargo and Lusch in the Journal of Service Research (2004b) and has attracted much interest in the last few years.
Abstract: Radical reformulation of marketing thought is not new and arguably is part of the dynamic tension just under the surface calm of any discipline. However, not since the ‘breaking free’ of services marketing from goods marketing (Shostack, 1977) has a new reconfiguration of service logic attracted so much interest so quickly. The catalyst for this interest has been the publication of an award-winning article by Stephen Vargo and Robert Lusch in the Journal of Marketing (2004a) entitled ‘Evolving to a New Dominant Logic for Marketing’. This was followed soon after by an article by the same authors in the Journal of Service Research (2004b), directly challenging the validity of the characteristic differentiators between services and goods (intangibility, heterogeneity, inseparability and perishability). Of particular note is that these differentiators have been a matter of common agreement within the services marketing discipline since the early 1980s (Fisk et al., 1993). Concurrent with these publications, a special interest panel session on the service-dominant logic of marketing (S-D logic) was held at the American Marketing Association (AMA) Summer Conference in 2004. In Europe, a panel
TL;DR: The analysis of the dialectical relationship between marketing ideology and criticism is supported by the distinction between legitimacy and legitimization as mentioned in this paper. But it does not preclude contradictions and the dissenting voice of criticism.
Abstract: The analysis of the dialectical relationships between marketing ideology and criticism is supported by the distinction between legitimacy and legitimization. Marketing ideology is defined as a relatively stable set of arguments that provide legitimacy to marketers and the market economy. However it does not preclude contradictions and the dissenting voice of criticism. Marketing doctrine also produces legitimization to lessen the tensions between the marketer’s claim to legitimacy and other people’s belief in this legitimacy. As marketing doctrine develops through incorporation of criticism, it follows that the critical process is a never-ending one.
TL;DR: The authors argue that the new "visuality" of the Internet transforms the stock market into an epistemic consumption object, and that the aesthetics of the screen turn the market into a "commodity" object.
Abstract: This article argues that the new ‘visuality’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an...
Journal Article•
TL;DR: The analysis of the dialectical relationship between marketing ideology and criticism is supported by the distinction between legitimacy and legitimization as discussed by the authors. But it does not preclude contradictions and the dissenting voice of criticism.
Abstract: The analysis of the dialectical relationships between marketing ideology and criticism is supported by the distinction between legitimacy and legitimization. Marketing ideology is defined as a relatively stable set of arguments that provide legitimacy to marketers and the market economy. However it does not preclude contradictions and the dissenting voice of criticism. Marketing doctrine also produces legitimization to lessen the tensions between the marketer’s claim to legitimacy and other people’s belief in this legitimacy. As marketing doctrine develops through incorporation of criticism, it follows that the critical process is a never-ending one.
TL;DR: The authors investigated wine drinkers' perspectives on how product quality is conceptualized, and found that consumers can adopt subjective or objective frameworks, with some also leaning towards relative and absolute quality positions.
Abstract: This study investigated wine drinkers' perspectives on how product quality is conceptualized. The research was carried out because the dominant paradigm for quality within the marketing literature is perceived quality, and as such it is important to understand how consumers construct frameworks to understand quality and specifically whether they share this perception of the particular importance of the notion of perceived quality. Qualitative processes were used to obtain data from 60 informants. The findings indicate that consumers can adopt subjective or objective frameworks, with some also leaning towards relative and absolute quality positions. These conflicting frameworks are resolved by using an interactionist perspective, which allows quality to mediate the varying quality correlates noted in the marketing literature.
TL;DR: Calonius as mentioned in this paper developed a view of marketing and service marketing, which has not been published b Throughout the 1980s, Calonius developed a viewpoint of marketing which has been published only during the past almost twenty years.
Abstract: and marketing has not been published b Throughout the 1980s he developed a fo view of marketing, which although availa tions only during the past almost twenty y ship marketing and service marketing liter thought at large. The present article, ‘A M posthumously published in Marketing The annual conference of the European Mark Helsinki by his alma mater Hanken Sw (Calonius, H., (1986) ‘A Market Behavio Paltschik (eds), Contemporary Research in Annual Conference of the European Mar School of Economics and Hanken Swedish
TL;DR: In this article, the authors examine the life and work of the Italian Baroque artist Caravaggio, whose paintings dazzled and shocked the Church and patronage systems 400 years ago, by tracing the reception of his work from its inception in 1600 to its commodification today.
Abstract: This study examines the life and work of the Italian Baroque artist Caravaggio, whose paintings dazzled and shocked the Church and patronage systems 400 years ago. By tracing the reception of his work from its inception in 1600 to its commodification today, the study develops a five-phase model of the migration of art from studio to museum to market. Consisting of Creation, Quotation, Interpretation, Recontextualization, and Consumption, the model applies the work of Bourdieu, McCracken, Schroeder, Baudrillard and Althusser to explain how traditional works of western art are transformed into a system of objects available for contemporary consumption. The model explains how the interaction of particular people, events, and contexts disseminates the meaning of rarefied images into objects of possession and adornment.
TL;DR: In this paper, the authors explore the aestheticization of consumption through a study of two recent exhibitions in Britain and explore the collapse of many of the historical boundaries and distinctions between art and consumption.
Abstract: This article explores the aestheticization of consumption through a study of two recent exhibitions in Britain. The collapse of many of the historical boundaries and distinctions between art and li...
TL;DR: The authors explored the effects of sex-related, value-expressive and functional image perceptions on satisfaction through a study of audience members at two theatres and found that satisfaction is higher for men when they perceive an elevated level of functional service quality and for women when they perceived that the theatre possesses pro-social values.
Abstract: We explore the effects of sex-related, value-expressive and functional image perceptions on satisfaction through a study of audience members at two theatres. Results suggest that satisfaction is higher for men when they perceive an elevated level of functional service quality and for women when they perceive that the theatre possesses pro-social values. Satisfaction overlap exists when either men or women perceive market or artistic values. Existing literature has suggested that women begin elaboration of message cues at a lower threshold than men; however, it appears that a zone exists where both sexes elaborate on some image attributes, while women further elaborate on communal attributes and men focus on agentic attributes. Contrary to prevailing evidence in the services management literature, no direct link surfaced between perceived quality of the core service and customer satisfaction. Post hoc tests for mediation indicate that tangible quality of the core service is important to both men and women,...
TL;DR: The authors reviewed the history of the use of marketing ideology, both in general and within the marketing and consumer studies literatures, and argued that ideology needs to be understood not as a set of ideas but as a dynamic process of meaning production and consumption.
Abstract: Gilles Marion’s article on marketing ideology (2006, this issue), when taken together with his earlier work on the topic (2003, 2004), represents one of the more extended engagements with the notion of marketing-as-ideology in marketing and consumer studies thus far. However, there are questions about how the term ‘ideology’ is mobilized, about its scope of reference, and its position in relation to critical marketing theory. This commentary briefly reviews the history of the use of ‘ideology’, both in general and within the marketing and consumer studies literatures. It argues that ideology needs to be understood not as a set of ideas but as a dynamic process of meaning production and consumption. It is suggested here that branding discourse should be the key target for critical marketers, since, like ideology, it has essentially to do with the production and manipulation of meaning.
TL;DR: In this article, the authors apply the concept of knowledge calibration to marketing management's use of customer feedback information on satisfaction and service quality, and present a model showing the antecedents and consequences of the calibration of knowledge of feedback information along with propositions intended to improve the use of feedback and to guide further research.
Abstract: Theory and research into the decision-making process have brought to light a wealth of concepts and strategies intended to improve marketing management. This article applies the concept of knowledge calibration, which describes the correspondence between knowledge accuracy and the confidence with which knowledge is held, to the domain of marketing management. Specifically, we apply the concept of knowledge calibration to marketing management’s use of customer feedback information on satisfaction and service quality. After reviewing the appropriate literature, we present a model showing the antecedents and consequences of the calibration of knowledge of customer feedback information along with propositions intended to improve the use of customer feedback and to guide further research. We also discuss the merits and demerits of calibration as well as appropriate actions in different contexts.